Oberlin College Reimagines Business Education Through Learning-by-Doing Approach

Oberlin College will launch a Business major that emphasizes hands-on learning in fall 2025. The new program breaks from traditional lecture-based business education by immersing students in real-world projects and case studies, and direct engagement with industry partners.

As evidenced by the popular business integrative concentration, the Business major was created in response to strong student demand and complements Oberlin's new Financial Economics major that welcomed its first students this fall. Together, these programs prepare students to pursue additional education at top-tier universities or make an immediate impact in their chosen fields.

“Business is something that’s taught not just by lecture, but through doing, feedback, and apprenticeship,” says the program’s chair, Associate Professor of Business Eric Lin. “We want to make what happens inside the classroom feel as realistic as possible.” Supported by a transformative $5 million gift from Irene and Alan Wurtzel '55— the latter the former Circuit City CEO—the major reimagines how business fundamentals are taught at the undergraduate level.

A New Approach to Business Education

The new business major combines Oberlin’s renowned liberal arts foundation with practical business acumen. “Oberlin students are driven to make the world better. Business expertise amplifies their ability to create positive change in any endeavor,” says Lin. “Whether you're advancing scientific discovery, fighting for social justice, or transforming lives through art, meaningful impact requires mobilizing people and resources beyond yourself. Our program prepares students to effectively organize talent, build teams, and manage organizations to achieve the kind of far-reaching goals that no individual could accomplish alone.”

Students will tackle actual business challenges through:

• Case-method learning featuring real-world business scenarios and consulting projects
• Hands-on studio classes led by industry practitioners
• Professional internships integrated with coursework
• Capstone projects solving complex organizational challenges
• Signature initiatives including the Ashby Business Scholars program and Impact Investment Advisory Group

Building expertise

The curriculum extends beyond the classroom through signature initiatives like the Ashby Business Scholars program, where students work directly with business leaders from Oberlin’s extensive alumni network. “Unlike traditional problem sets, which often present neatly packaged scenarios, our approach places students in dynamic environments where they must navigate ambiguity much like they would in an actual business setting,” Lin explains.

This hands-on approach builds on Oberlin's long tradition of experiential learning, exemplified by initiatives like successful student-run enterprises like the Oberlin Student Cooperative Association (OSCA). The new major also leverages existing strengths in areas like arts management, where students learn business principles by working directly with arts organizations and creative enterprises.

“We build the experience while we are delivering the lesson,” says Lin. “You can only explain how to ride a bike for so many minutes before you have to get on the bike, start trying things, and get feedback.” This philosophy shapes every aspect of the program, from first-year foundations to advanced strategy courses.

Next fall, Oberlin will welcome two new tenure-track faculty to the Business program: assistant professors Yongha (Yon) Kwon and Minah Park, both of whom are pursuing doctorates in management and human resources at the University of Wisconsin-Madison. At Oberlin, Park—who also holds a master’s degree in chemical and biomolecular engineering and a doctorate in operations management—will teach classes in marketing, entrepreneurship, and operations. Kwon will teach courses in strategy and organizational behavior; he previously earned a master’s degree in business administration.

Lin emphasizes the program's broader vision: “The idea that business is solely about profits misses the deeper truth: profits are a byproduct of creating value for society. At its core, business begins with passionate people seeking to solve problems and improve lives. This applies far beyond traditional companies—modern scientific breakthroughs emerge from teams, not individuals. Artists increasingly collaborate to amplify their creative impact. Now more than ever, nonprofits and social enterprises need strong organizational skills to succeed.”

For more information about this new major, visit the Business website or read the cover story “Taking Care of Business” in the Fall 2024 issue of the Oberlin Alumni Magazine.